One of my heroes, Joe Jaffee, has a post today about the GM Employee Discount. He takes exception with it, but I must say, I love it. Surely you've seen the commercials where a GM employee promises that new car buyers will now get the Employee Discount, so "you pay what we pay, not a cent more."
As reported in Ad Age, promotion has found the hearts and minds of consumers and GM's competitors are reacting/retaliating:
GM's "employee discount" hype on all its 2005 models is attracting more consumers who had Ford, Chrysler or other non-GM brands on their shopping lists, according to CNW Marketing/Research. CNW found that while 57% of all people who entered a GM dealership last June were already GM "intenders," just 37% were intenders this June. That means, CNW President Art Spinella explained, that the new program is drawing increased numbers of non-GM consumers, and that the showroom traffic is less reliant on those who already own GM vehicles.
For our purposes, theater tickets at staff discount rates are generally 25-50% of full price. I'm not sure how such a promotion would work for an intangible like a theatre ticket where there is no limit to how low you can discount, but I sure like the idea behind the campaign. And if I was in the market for a new car, I'd like knowing that GM was going to give me their best price without all the gimmicks.